I was asked about loyalty points and contracts by someone who read the Daily Mail feature I took part in.

BACKGROUND

“My wife went with Boots opticians because they gave £20 worth of points if she used their opticians. So after collection of glasses, she was told to wait 2 weeks for points. No points were given and we went in to the shop and spoke to a Boots Manager. We were basically told by the person we had stolen the points and not why they were on the account. We stayed calm, went to the headquarters and were rewarded substantially. So where in legislation would reward points stand?”

ACTION

I had to think about this because it’s not a question I get asked every day!

This does not fall under any common consumer legislation that we are familiar with such as the Consumer Rights Act 2015.

However, it is a breach of contract though because it was part of an offer to induce his wife to make the purchase. That would point me to the Misrepresentation Act 1967.

To accuse anyone of theft of reward points is ridiculous. How would anyone know how to do that, let alone actually carry it out?

CONCLUSION

This leads me to the importance of great customer service and how to encourage customer loyalty.

The biggest gripe with consumers is how a complaint is handled from the outset. This complaint was an easy quick-win for Boots to resolve but instead they chose to upset a customer by how they handled it and in turn have lost a loyal customer who will now recall her experience to family, friends and possibly on other platforms such as Google reviews, Trustpilot and Facebook.

The way the customer handled this is a great example of how to complain effectively and resolve it with an outcome that exceeded their expectations. Nevertheless, Boots have lost a loyal customer now who will no longer be an ambassador for the firm and recommend them to others.

There is a lesson to be learnt there on both sides of the coin.

Have you ever had any problems with loyalty points? What are your thoughts on this?

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